Vol. 560 No. 1
116 Mr. Crowe asked the Minister for Communications, Marine and Natural Resources his views on television advertising directed at children; if his attention has been drawn to the negative effects of same on both children and society; and if, following RTE's increased income from the licence fee, he will consider the issue further with a view to restricting, or even banning, television advertising directed at children. [1752/03]
Section 19(11) of the Broadcasting Act, 2001, provides that the Broadcasting Commission of Ireland, which is a statutorily independent body, shall draw up new codes and rules relating to advertising likely to be of direct or indirect interest to children. In November 2002, I formally directed the Broadcasting Commission of Ireland to draw up new codes and rules relating to advertising and that priority be given to those codes pertaining to advertising directed at children, and the Commission has commenced that process.
The question of advertising directed at children is a sensitive and complex matter. While there is broad agreement that children should be protected and should not be exploited as consumers, there are many differing views as to how this objective can be best achieved. The Oireachtas decided in 2001 that the best way to proceed was to provide the Broadcasting Commission of Ireland with the power to draw up and implement codes and rules on children's advertising that would apply to all broadcasters licensed in Ireland.
The Deputy makes a link between additional increased revenues that will flow to RTE as a result of the increase in the television licence fee and the possibility of restricting advertising directed at children. I am of the view that it is better to have clear codes and rules that will apply to all broadcasters licensed in this jurisdiction. The purpose of the codes and rules will be to set standards and ensure that children are adequately protected.
The approach at EU level to the question of advertising directed at children is of direct relevance to us in Ireland. The European Commission presented the findings of a study on the impact of advertising and teleshopping on minors in March 2001. The main finding was that the provisions of the television without frontiers directive provide an adequate and flexible framework for member states rules in this area. The EU Commission has recently published its work programme for the review of the directive, and the work of the Broadcasting Commission of Ireland on its new codes and rules will help inform Ireland's approach to the review of the directive.
What time scale does the Minister envisage? When should we expect a report from the commission? Is he aware Sweden bans television advertising directed at children under 12 years of age? This ban has been commended by the United Nations as a good example for others to follow. I am sure the Minister is aware that many of his constituents from poorer backgrounds, particularly coming up to the Christmas period, are under pressure from advertising specifically geared towards children. There is the crazy situation where children are targeted by advertisers trying to sell products as early as August.
I wrote to the chairman of the Broadcasting Commission of Ireland in November 2002 and have had discussions with him about this issue to try to bring forward these standards as quickly as possible. I cannot give a time scale as it is up to the Broadcasting Commission of Ireland but in the meantime, the existing codes of standards and practice drawn up in 1995 by one of my predecessors are in situ and will remain so. It may well fall for some consideration during Ireland's Presidency of the EU in 2004 and it might be one of the issues to the fore. It is an issue we are trying to address to build on the international experience from Sweden, to which the Deputy referred, and other countries and the current codes of standards in place.
I am glad my colleague asked this question because it is a hugely important issue. Late last year my office did some work on it and looked at advertising on children's television. We surveyed 200 advertisements during the afternoon on "Den 2" and looked at what was being advertised. It was incredible to see it was typically the highest fat food and products with the highest sugar content – the worst products one would want for one's children.
A question please.
Rather than the Minister say the Broadcasting Commission of Ireland is looking into this issue or what Television without Frontiers states, I would like to hear his view. Has he expressed a view in his discussions with the Broadcasting Commission of Ireland or has he a completely open mind and is waiting to see? Will he instruct the commission in any way to try to protect children?
Under the legislation the Broadcasting Commission of Ireland is independent of me, although the Minister has the power to instruct or direct the Broadcasting Commission of Ireland to bring forward codes, a power which I exercised. It would be wrong for me to give a formal view. Obviously, as a parent with young children I have a view but, as Minister, it would be wrong for me to pre-judge any consideration of the Broadcasting Commission of Ireland. The level of complaints brought to our attention is extremely low, and this is also the experience at EU level. Apparently, it is accepted at EU level that the existing directive works pretty well, although there are differences between member states as Deputy Crowe instanced. Part of the review will take into account the differing approaches to see how the matter can be addressed. I accept, however, that the level of advertising targeting children seems to be on the increase. It is something of which we should be very conscious and that is why I took action in November.
